When a growing B2B company’s revenue doesn’t match its momentum, the cause is usually hidden in the systems.

The symptoms

Sound familiar?

• When the business is moving faster than your ability to see what’s actually working
• When you’re investing in AI across the stack but can’t see where it’s helping, where it’s hurting, or where the next dollar should go
• When you’re scaling, or just starting, and your GTM decisions are running ahead of the data underneath them

One root cause

What the solution is (and isn’t)

Different symptoms, one root: the specific data you need to make informed decisions isn’t percolating through the noise — or, if the infrastructure isn’t there yet, it isn’t being captured and calculated at all. The solution isn’t back-office plumbing or junior BDR work. The solution is actionable analytics that guide your next move. I review your tech stack and data, then build the infrastructure — agents included — to improve it.

My job

My job is to build those systems and processes with you — starting from your data, so what we stand up reflects how your business actually runs, not how some tool wishes it did. In short: I start with your data, build in your platforms alongside your team, and hand back systems you own.

Differentiators

What sets me apart

Builder’s depth

I own the implementation — I get into the CRM, write the automations, and fix the data myself, then document the system so your team can run it after I’m gone.

Investor-side fluency

I’ve worked both sides of the table: operations at a data-analytics SaaS building the growth analytics behind a fundraise, and at a venture firm, where I saw what makes revenue data hold up under investor scrutiny.

Diagnostic rigor

Bad data is as revealing as clean data. I read what your systems are already telling you — including the messy, neglected records most people ignore — and turn it into the project roadmap.

AI as a tool, not a shortcut

I build with AI, but I don’t hand it the judgment. The systems are designed for you to steer, and the content work happens with your team’s experts, not instead of them.

Two-way fit

I’m selective about who I take on, and honest when I’m not the right fit. That’s not a sales tactic — it’s why the work I do take on lands.

The philosophy

Why it’s called The Plumb Line

The Tool

An instrument of precision used to determine exact vertical alignment, ensuring structural integrity before building upward.

The Verb

To plumb: to measure depth, to sound out the bottom, to fully comprehend a complex or obscure situation.

The Idiom

“Out of plumb” means crooked. I find where your revenue process is out of alignment and bring it back to true center.

The engagement

How I work

1. 01

   Start with your data

   I review your tech stack and data first, so the plan reflects how your business actually runs — not a template. (For teams just starting with no systems yet, we start by standing up the infrastructure that produces the data in the first place.)

2. 02

   Build in your platforms, with your team

   I get into the CRM, write the automations, and design the processes myself — and on anything that touches content, I work with your SMEs, not around them.

3. 03

   Hand it back so it holds

   I document the system and train your team to run it after I’m gone — infrastructure you own, not a dependency on me.